Georgia-Pacific’s Brawny brand has launched its most comprehensive marketing campaign in years, reintroducing the legendary Brawny Man mascot through contemporary scenarios to promote a premium three-ply paper towel line. The “Summon the Strongest” initiative, announced May 5, encompasses a complete brand identity overhaul, packaging redesign, and multi-channel advertising push.
Developed with creative agency Joan, the campaign features two 30-second TV spots (“Birthday” and “Treehouse”) depicting the rugged lumberjack assisting with chaotic domestic moments—from a middle-aged birthday aftermath to children’s sleepover disasters. Social media extensions on TikTok, Instagram and Facebook showcase the mascot awkwardly adopting Gen-Z slang like “goated” in creator-style “GRWM” (Get Ready With Me) videos, blending humor with product demonstrations.
“This evolution preserves the Brawny Man’s heroic reliability while making him culturally relevant,” explained Bulletproof Creative Director Holly Karlsson, whose team modernized the 50-year-old character’s visual identity. The refresh comes as NielsenIQ data shows over 50% of consumers increasingly choose private-label alternatives, prompting CPG brands like Brawny to reinvigorate legacy assets.
The campaign marks Georgia-Pacific’s latest effort to future-proof its brands. Parent company Koch Industries—currently entangled in legal disputes over Chinese tariffs—has previously supported similar mascot updates across its portfolio, including memorable digital activations for Jack in the Box and Mucinex.
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